SURAJENDU SINHA
Gurugram
Summary
Seeking leadership opportunities to drive digital media growth and innovation. Strategic Digital Media Leader with over 18+ years of experience driving dollar branding and performance initiatives for global giants (American Express, Maruti Suzuki, Nestlé etc). A pioneer in programmatic planning and rate benchmarking, recognized with the APAC ‘Original Thinking Award.’ for Audio Visual spends from TV to Digital Videos garnering incremental GRP at a very less CPRP. Specialized in optimizing complex media ecosystems, increasing efficiency and leading cross-functional teams of 20+. Expert at bridging traditional media wisdom with future-forward digital transformation to drive measurable business growth.
Overview
20
20
years of professional experience
Work History
Lead Consultant – Digital Media
The Yellow Door
01.2020 - Current
- Directed branding and performance display campaigns & achieving lift in media efficiency in terms of ROI.
- Orchestrated seamless execution for diverse sectors, from financial services to commercial vehicles, ensuring 100% KPI alignment.
- Key Accounts, including American Express, Wizcraft, Vaao Cabs, ensuring seamless execution and measurable impact.
- Led a team of 5 media professionals, refining campaign strategies for enhanced client outcomes.
Media Head – Digital Buying & Branding
Hakuhodo India
05.2018 - 12.2019
- Managed Maruti Suzuki (Nexa, Arena, TrueValue), Mitsubishi Electric, Yamaha, among others, optimizing campaign performance and audience engagement.
- Led a team of 20+, including SEM, SMM, Influencer Marketing, Programmatic planning & Buying drove substantial growth in branding and performance display spends through strategic partnerships and innovative media buying.
- Negotiated and managed top-tier relationships with major publishers and ad-tech platforms, securing "first-look" access to premium inventory and beta-testing opportunities for clients.
Vice President & National Head – Digital Buying & Branding Display
Performics - Resultrix & Zenith Media (Publicis Groupe)
12.2015 - 03.2018
- Delivered a consistent 25% increase in cost efficiencies across the national portfolio by institutionalizing bulk impact inventory purchases and rigorous rate benchmarking.
- Conceptualized and spearheaded the development of a proprietary Automated Rate Benchmarking Tool. This transformed the planning capabilities, allowing for real-time data-backed buying decisions and superior ROI transparency.
- Provided strategic oversight for digital investment across the India market, managing a high-profile client roster including Bridgestone Tyres, Air Vistara, Nestlé, and Tata Docomo etc.
- Negotiated and managed top-tier relationships with major publishers and ad-tech platforms, securing "first-look" access to premium inventory and beta-testing opportunities for clients.
- Established new standards for media transparency and performance auditing, ensuring all branding and display spends met global Publicis Groupe benchmarks for quality and brand safety.
Vice President – Digital (West & South)
Starcom Mediavest Group (Convonix)
01.2014 - 12.2015
- Led the digital transition for legacy brands including Tata Motors and Mondelez India, integrating multi-platform strategies that increased ROI by 18%.
- Managed high-volume spends for Axis Bank and Budweiser, optimizing cross-channel allocation to ensure maximum market penetration.
Senior Director – Digital Media Buying & Planning
Mindshare Interaction (GroupM)
01.2010 - 01.2014
- Engineered landmark industry deals, including a ₹10 Cr+ annual partnership with Cricinfo and a ₹5.5 Cr YouTube breakthrough for Idea Telecommunications.
- Awarded the ‘Original Thinking Award’ for the most innovative trading initiative across the Asia-Pacific region (Kellogg’s Campaign).
- Establishing the clients as early adopters of data-driven display advertising.
Group Head – Digital Media Planning & Buying
Neo@Ogilvy
01.2006 - 01.2010
- Pioneered the optimization of digital-print-OOH synergies for Diageo, Dupont and Cisco Systems.
- Consistently exceeded growth targets by 15-20% through aggressive negotiation, performance KPI’s and superior client servicing.
Education
Post Graduate Diploma - Marketing & HRD
Institute of Business Administration and Training (IBAT)
BhubaneswarBhubaneswar
Skills
- Media Planning
- Media buying
- Bulk Buying
- Rate Benchmarking
- Budget Optimization
- Audit-ready Media Planning
- High-Value Deal Negotiation
- Inflation & Savings
- Audience based Advertising
- Data-Driven Media Planning
- Team Mentorship
- Client Relationship Management (C-Suite level)
- Google Marketing Platform (DV360, CM360)
Awards Industry Recognition
- Winner: Original Thinking Award (Best Trading Initiative), Mindshare APAC.
- Pioneer: Early adopter and strategist for Programmatic Planning & Buying in the Indian market.
- Leader: Recognized for securing record-breaking digital media deals and leading teams of 20+ professionals to peak performance.
Technical Ad Tech Stack
Google Marketing Platform (DV360, CM360), Meta Business Suite, YouTube Enterprise, Rate Benchmarking Automation, Programmatic Bidding Logic, Advanced Media Auditing, Attribution Modelling, Audience based Buys, Inflation & Savings
Timeline
Lead Consultant – Digital Media
The Yellow Door
01.2020 - Current
Media Head – Digital Buying & Branding
Hakuhodo India
05.2018 - 12.2019
Vice President & National Head – Digital Buying & Branding Display
Performics - Resultrix & Zenith Media (Publicis Groupe)
12.2015 - 03.2018
Vice President – Digital (West & South)
Starcom Mediavest Group (Convonix)
01.2014 - 12.2015
Senior Director – Digital Media Buying & Planning
Mindshare Interaction (GroupM)
01.2010 - 01.2014
Group Head – Digital Media Planning & Buying
Neo@Ogilvy
01.2006 - 01.2010
Post Graduate Diploma - Marketing & HRD
Institute of Business Administration and Training (IBAT)